When you’re looking to get a foothold in a very competitive industry like ours, opportunities for work experience are invaluable. This week at Synergy we have (as we often do) had an intern join us to see what really happens in a sponsorship consultancy. Edmund’s week has been filled with learning; he’s experienced all ends of the sponsorship spectrum; packed mailouts, scored the papers, set up a scaletrix track for one of our F1 clients and helped out with an NFL presscall to name but a few.

I’m sure he’s not the only one who’ll go back to school with some amazing learning experiences. However, I doubt many can top Edmund’s show and tell from the NFL photoshoot…

Edmund with the Tampa Bay Buccaneers Cheerleaders in advance of this Sunday’s NFL fixture when the Tampa Bay Buccaneers take on the New England Patriots at Wembley.

Does work experience get any better?

By Ben Wilkinson on October 23rd, 2009

Tags: NFL, Sponsorship, Sport, Synergy

1 comment

I’ve just rushed to get the tube and I’ve amazed myself with how much access to information I need for my 20 minute trip home. I left the office frantically grabbing marketing press, to make sure I’m up to date with the ever changing marketing environment in which we live. On the way to the tube I picked up the (sadly only remaining) evening free sheet to stay in touch with London, sport and news. Not forgetting hastily refreshing my Twitter feed before I head to the depths of the underground to ensure I’ll be up to speed with all the goings on with my many new online buddies. They’ll be fixing the signal down here soon right?

All this for just 20 minutes? And in that time I’ll guess I’ve had 200 plus brands trying to talk to me.  The problem being (particular at this time of day) I don’t feel that up for a chat. I just want my facts and stats to keep me up to date. I don’t need info overload.

My short journey home provides a small example of the millions of channels available to me - but hopefully you see my point - engaging with your target can be more and more challenging each and every day. I recently heard someone with supreme intellect profess “It’s not the message, it’s the medium”. Wise words I thought. But, then two days later, I was at a fabulous talk when the online guru said “The channel is secondary, it’s all about the content”. Two quite different views and further weight to the challenge we face in the future of marketing.

All of this got me thinking. How would I engage with me if I was a brand? A quite simple task you’d think. I know the target audience reasonably well. I’ve got a good grip of what makes me tick and can tap in to the inner brain that is so important to both influencing behaviour and planning the most opportune moment for interaction.

I’m quite a simple being. I love sport, cooking, a bit of music, the odd drink and going on holiday is right up there. I want short and relevant bits of information and, if you can give me something with added humour or something of genuine interest I’m hooked. Simple.

Now, the challenging element is finding how to give me this gift of humorous/interesting content along with the brand’s message. How do we know what media I’ll be consuming, how much time I’ll have and what distractions I’ll have along my way? The truth is we don’t, but we do know I’m loyal to certain media platforms, albeit ones that change and fairly regularly too. At the moment I’m hooked on Twitter and I scan the free sheets on my way to and from work, so get your message to me there and I should get it (as long as it intrigues me). Through Twitter I might even respond and you’ve suddenly gone beyond just a message and I’m in dialogue with the brand.

Now if that message was to invite me to an experience or event that floats my boat, the brand’s on to something. By engaging me further with one of my passion points, I’m happy to interact but I won’t hit the dance floor on my own. I need to be invited.  As soon as I’m hooked, I’m loyal and I’m long-term - the perfect consumer. And for me, here lies the true power for the future of marketing; an integrated approach to communication leading to an immersed brand experience to drive powerful long-term consumer relationships. 

Partnerships between brands and content/experience platforms strengthen the opportunity and that is why sponsorship is increasingly becoming the core of many major marketing strategies.  I certainly see it as the future, but am keen to get some opinions; if you’ve read this far please feel free to leave your thoughts in the comments.

Now, all this thinking has made me miss my 20 minutes with the London Lite, Marketing Mag and Twitter. I’m also questioning the content I’ve just produced. I guess if no one reads it I could always blame the medium?

By Ben Wilkinson on September 29th, 2009

Tags: Advertising, Communications, Digital marketing, Experiential marketing, Sponsorship, Sport

2 comments

There are few things more irritating than a tube strike - probably only Wales losing at rugby for me - but I do like to see a brand making the most of a bad situation.  My good friends at Streetcar, a pay-as-you-go car share scheme, have just sent a great little email to offer a discount to all members who may be stranded at work because of the latest tube chaos.

By Ben Wilkinson on June 10th, 2009

Tags: Ambush campaign, Brand marketing, Digital marketing, Public relations, Sales promotion, Viral Marketing

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Certainly not a new topic in this forum, but yet again David Beckham is at the top of his marketing game. Tomorrow (11 June) he makes a rare public appearance in London, at Selfridges on behalf of Emporio Armani.  As Dom mentioned in his post on Becks, he’s a marketing certainty, and I have no doubt that tomorrow’s event will be mobbed.

For me DB is a fantastic sponsorship opportunity.  He’s always been a gifted footballer, and it’s fair to say he’s a bit of a looker too, but he’s certainly not short of company in that bracket.  He has that little something that no-one can quite put their finger on, an aura that surrounds him that makes him appeal to so many different people all over the world.  This is what makes Beckham so unique and has seen him take footballers beyond being just footballers.  He has become his very own brand, but his brand is one that can be so powerful when used in partnership with others, just ask his current sponsors at adidas, Cabo Sao Roque, Coty, Emporio Armani, Motorola and Sharpie.

Armani’s use of Beckham should be admired, as the brand consistently leverages a very strong relationship between the brand and the icon.  Armani’s integrated approach drives consumers affinity with the brand, and importantly offers an emotional experience beyond the ATL campaign. For fans all over the globe the opportunity to meet Beckham is a once in a life time experience and this week some of those fans will get their chance in London.  The experience will also provide a great PR platform to extend the campaign into the all important column inches.

So tomorrow sees the man at Selfridges, and whilst it will be a small duty in the life of David, I’m sure it will provide incredible excitement for those that meet him.  May even help sell a few pairs of pants too.

By Ben Wilkinson on June 10th, 2009

Tags: Advertising, Brand marketing, David Beckham, Experiential marketing, Fashion, Football, Football Sponsorship, Product placement, Public relations, Sales promotion, Sponsorship

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This morning Twitter alerted me to a quite brilliant piece of advertising in the USA.  Audi is running a national ad campaign featuring their new A4.  The ad, on the left hand side of the steet in the image below, features the tag line “Your move, BMW.”  In a fantastic riposte, a local BMW dealer has bought the billboard opposite featuring an M3 ad with the comeback strap line of “Checkmate“. Fabulous.

Checkmate

By Ben Wilkinson on April 16th, 2009

Tags: Advertising, Ambush campaign, Sales promotion

1 comment

I’ve been in plenty of creative meetings recently. Creative sessions to me are brilliant: lots of enthusiasm, energy, ideas and the best thing is you can’t be wrong (often!)  One of my favourite things is how fresh and innovative they can be. However, in the last year or so, one thing always seems to come up; flash mobbing. Now I’m not opposed to it - quite the opposite if you see below - but I don’t think it works for every brand.

Hats off to T-Mobile who reignited the trend once again at Christmas.  I’m sure you’ll have read about it and seen the ad but if not take a look below:

A quite brilliant intro to the use of flash mobbing, I’m sure you’ll agree.  Now for my new favourite, one I’ve just been sent today.  This is from NY400, an initiative set up to celebrate 400 years of friendship between the Netherlands and the USA.  If you’re in a hurry skip the first 30 seconds, but well worth a watch.

Not right for everyone maybe, but definitely right for some brands and this one certainly got me thinking about going Dutch.  So next time we have a creative meeting and the ‘flash mob’ gem pops up we’ll be giving it some thought. This piece demonstrates beautifully that you can still be innovative with a concept that’s been used time and time again.

By Ben Wilkinson on April 7th, 2009

Tags: Advertising, Brand marketing, Branded content, Digital marketing, Experiential marketing, Flash mobbing, Media, Music, Television, Viral Marketing, YouTube

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With St Valentine’s Day around the corner it got me thinking, not least because I’m hoping for one of the greatest days of my year (my true love Wales take on England in the RBS 6 Nations).

Back to Valentine’s Day, the landmark of love across the UK and beyond. Each year lovers, husbands, wives, boyfriends, girlfriends and who knows who else will be on our high streets, in hotels, restaurants and card shops hoping they’ve found the perfects gift to exemplify their love and devotion for their special one. Of course, retailers have been capitalising on the opportunity for years, but what is interesting for me is the opportunities that brands exploit.

Take Umbro for example (clip to the left). A very sport focused male brand. No association with the great show of love you’d think? Actually, Umbro have managed to capitalise on St Valentine’s with an old ad that’s currently doing the rounds, pretty amusing to my eyes.

Dating site mysinglefriend.com is running a cute campaign to reclaim Valentine’s Day for singles.  A teddy bear is being held hostage (online) with single people being encouraged to sign a petition to return the bear to its owners, allegedly mysinglefriend.com.  Take a look at the microsite at thebeargetsit.com

Or a more traditional approach from thelondonpaper, with a campaign designed to inject love into commuters’ lives.  A selection of the classic lonely hearts ads from the paper will be reproduced on large outdoor sites across the London tube network to help some lucky readers find love.

Just a few examples from the love train of brands looking for some affection this Valentine’s Day.

Ben x

By Ben Wilkinson on February 12th, 2009

Tags: Brand marketing, Default, Digital marketing, Experiential marketing, Viral Marketing

1 comment

What memories will you take from Beijing 2008? The Beijing Olympics got underway last Friday, with a unique and quite incredible Opening Ceremony. The fireworks, theatre and special effects were nothing short of spectacular, and after the opening weekend’s sporting events, the Games themselves promise to be little different.

I for one spent the weekend glued to my TV. Already we have witnessed some truly great sporting moments, full of achievement, hope and emotion. I’m already watching sports I’ve not watched for four years, I’ve been gripped to Craig Fallon’s valiant attempt at the bronze medal in the judo (he ended a credible 7th), as well as witnessing the most nervous of starts by Team GB badminton hope Andrew Smith (he finally came through after a dreadful opening first round match). Among other sports, I also took in Chinese weightlifter Chen Xiexia winning the hosts their first gold, the first of many I suspect.

Sunday’s action saw a wonderful first gold for Team GB; Nicole Cooke in the women’s road race (cycling) took victory in a thrilling sprint finish at the end of the gruelling 75 mile course. Extra special for me as she’s from my native Wales, the first Welsh gold of my lifetime. Awesome. In the boxing, 18 year old Brit Billy Joe Saunders started in some style and he looks set to become one of the incredible stories of Beijing 2008. My ‘red button’ on the Beeb has just become the best thing since sliced bread and by the end of August I’m sure it will be toasted!

The start for me has been so refreshing. After months, if not years, of media debate surrounding the political issues of staging the Games in China, the focus has finally moved to the passion drivers - the sports, the heroes, the winners and the losers. Don’t get me wrong, I have full understanding for the political agenda and I’m hopeful the 2008 Olympics marks the start of new beginnings for China and its people. But, for me the Olympics is about the special moments, and they can only really begin when the flame is lit and burning bright.

Of course, focus will occasionally move to the important issues of humanity and the environment, but now the main event is the actual event itself. It’s impossible to put into words the impact of a Games. The impacts will be officially measured but to millions of people the Games will mean something different and unique. Each of us will remember the magic moments that touch our emotions and that for me is the true measure of the event. The moments may only last a fraction of a second but the memories they create will last a lifetime.

This Olympics is extra special, for we are privileged to know that next time it will be our Games in London. If I can be this excited when it’s over 5,000 miles away, just imagine how it will be with the Games on our doorstep.

When these Games finish I for once will not feel empty. I will feel the anticipation begin for our journey. The London 2012 Games will be the ultimate. An Olympics in which we can all play our part. Join the journey and I promise the memories will last for ever.

By Ben Wilkinson on August 11th, 2008

Tags: Beijing 2008, China, London 2012, Olympic sponsorship, Olympics, Television

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One of the worlds great football clubs, Inter Milan, was formed on 9th March 1908. Almost exactly one hundred years later another team was born, sadly that’s where the similarity ends, but I guess you never know, as they say in football “it’s a funny old game”…

Wednesday 16th July marked the date of the Synergy XI’s first outing, following an invite from our good friends at Action Images, who kindly invited us to the contest. Following a good deal of debate, and many hours in the fifth floor bar (after work of course), the team took to the pitch at the glamorous location of Spurs Lodge, the training home of the mighty Tottenham Hotspur.

Backed to the hilt by our support team (with massive thanks to Powerade - without you I am nothing, frankly, with you I’m little more, but at least I started with professional hydration!) the match kicked off. Things did not start quite as planned, clearly our ‘zonal’ marking was not what we had envisaged in our strategic team tactics sessions. We were a goal down inside 20 seconds and we’d not even touched the ball! A little room for improvement one might say.

“Things can only get better” was the battle cry, or wishful hope to be more precise. So, we soldiered on and to our delight, with a great piece of content and without a bit of clutter, we were back on level terms. That move really set the tone for the Synergy men and throughout 90 minutes of pulsating (should that be pulse racing?) action the debutants put on a fine display of ’sexy’ football eventually coming out on top 9-3. Success at the first attempt, and our very own ’special one’ believes he’s now a candidate for the Chelsea helm when it next becomes available.

What next? Well, I’m not sure we’ll be seeking global sponsorship just yet, but we will be looking to keep up a fine track record. After all, we’ve got a reputation to uphold, who knows in 2108 we may just be the new Inter Milan.

Please get in touch if you fancy a game (but please just give us all a few weeks to recover!).

By Ben Wilkinson on July 22nd, 2008

Tags: Football, Sponsorship

1 comment